The Lavazza ¡Tierra! Campaign, one of the six National Partners of the “Eurovision Song Contest”, created by Armando Testa, is on air from now until the end of the event.
¡Tierra !, Lavazza’s organic coffee, shares ethical values with the Eurovision Song Contest, such as hospitality, sharing, caring for the environment. During the second week of May, it will host numerous activities in Turin at the Nuvola headquarters, the Pala Olimpico and at the ‘Eurovision Village in the Valentino Park.
For the occasion, Armando Testa has developed a communication that invites people to discover the best nature of coffee with a multichannel campaign. It starts off from TV and cinema with an adaptation of the commercial that aired in October 2021, then continues on radio, and is developed on social, digital and with special billboards in Turin and in the main Italian airports.
Hands have always been a symbol of ¡Tierra! communication, and once again they are the main focus: a reinterpretation of those in the logo, in fact, spread out as sound waves that remind us of those of Eurovision.
This is Lavazza’s “Rhythm of Nature” ¡Tierra!
Client: Luigi Lavazza S.p.A.
Agency: Armando Testa
Executive Creative Director: Michele Mariani
Creative Team: Andrea Lantelme, Federico Bonenti
Client Service: Raffaele Reinerio, Gina Graci, Federica Cartocci